Download PDF

[video_lightbox_youtube video_id=”E5sQmdY2M50″ width=”640″ height=”480″ auto_thumb=”1″]
Click on image to see video.

I think I can confidently say that this was the first market-research sourced co-creation product in the UK. It is certainly the first to be captured on film from the moment of insight through to the delivery of the innovation. The passenger you will hear speaking in the first part of the video is actually a BA staff member. This is the beauty of the Big Talk method of co-creation – staff genuinely get to visit their ‘customer side’. Which one of us has not faced the cramped box in the loo, full of luggage as we try to freshen up or change an outfit for a meeting?

There are one or two interesting bits of New York diction, ‘slep’ for slept is my favourite.

After the first speaker the film moves to a 10 second commercial from Saatchi announcing the Arrivals Lounge, the first of its type in the world. Finally there are the first few seconds of a review of the lounge including interviews with users. I have cut most of this from the website upload, to keep it reasonably brief. If you would like the whole film (there are another 4 minutes of customer feedback) let me know.

This innovation could never have happened without the huge energy and commitment of Jayne O’Brien at British Airways. From the breakthrough sessions Jayne went on to champion a series of innovations, alongside the then marketing director, Pat Stafford who initiated the project. Shortly afterwards Jayne herself made Marketing Director at British Airways.

Many of my closest colleagues will have seen this film already, so take another look if you’ve forgotten – if not I am posting it here to bring it to a worldwide audience and as a precursor to the introduction of the Charter for Breakthrough Psychology which follows next week. I still believe that this is the best, most inspirational, yet democratic innovation process around!